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Original presentation given in Slovenia by Joe Pulizzi, Junta42 at the POMP Forum - Content Marketing and why Publishing is the New Marketing. Discusses the move from traditional media to content initiatives and why brands are the new publishers. Also includes the eight steps to developing a content marketing strategy.
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Content Marketing:Publishing is the New Marketing
Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers
Who’s Joe Pulizzi? (@juntajoe)
• Speaker, blogger, evangelist for content marketing.
• Co-author of Get Content Get Customers
(McGraw-Hill)
• Founder Junta42
What is Junta42?
• Vendor-finding service for brands in North America in need of content help.
• Over 400 projects in last two years.
Why Am I Here?
• Business (and marketing) has changed (maybe different than you think).
• To take your marketing back from the media companies.
• To motivate you to get passionate about your expertise…and share it with your customers.
Your Corporate Content
Your Customers
Don’t Care
About You!
Why is this important?
• 90% of Buyers in USAGo OnlineBefore making a Buying Decision
Forrester Research
Over 100 Million PeoplePer Day
Read Blogs
Six Apart
• People SpendMore Time on Social NetworksThan Reading Email
Nielsen
• People SpendMore Time on Social NetworksThan Reading Email
Nielsen
2/3
So, what does all this mean?
• Estimates are thatin just a few years,
Information will DOUBLEevery 72 hours
SocialMediaToday.com
So, what does all this mean?
Traditional Marketing
Traditional Marketing Challenges
800-555-1234AnnoyingSalesperson
Advertising is a Luxury
Content is Survival
You Are the Publisher
1. Direct Distribution
2. No Technology Barriers
3. Look to Brands for Content
4. Plenty of Expertise to Help
5. BUT ONE MORE…
Must be theBEST
Content
25
The B.E.S.T Process
“Create a definite plan for carrying out your desire and begin at once, whether you’re ready or not to put this plan into action.”- Napoleon Hill
Great Content
• How do you choose what you read?
• What conveys quality?
• How do you determine credibility?
SEOMOZ/200 Respondents
Content Marketing…
To Attract and Retain Customers:
Deliver valuable, relevant and compelling content to your customers on a consistent basis.
Engagement (Consumer Experience)
Give your customers relevant, compelling information (businesses/consumers)
or
Show them a good time…(consumers)
The Big Shift
Then…
A provider of XYZ products and services
The Big Shift
Now…
The trusted, expert resource for something relevant to your
customers (and your business)!
thinkMoney
90% of Readers Have Acted on Information
Over Six Million Opt-Ins
Best R&D Activity for P&G
One Million Visitors
#1 Marketing Effort
Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy
Content Marketing
In
Eight Steps
#1 The Marketing Goal
One Year from Now, What’s Different?
#2 Know the Informational Needs
Think of customers like readers. What do they need to know to be successful? What are their
pain points?
Listen First!
www.google.com/alerts
Online Survey Tools
Twitter Search (search.twitter.com)
#3 The Secret Sauce
Your Knowledge
Their Needs
Your Knowledge
Their Needs
Content That MakesYou Interesting
Secret Sauce Matrix
Expertise or Want to Be Expert
Customers’ Informational Needs
#4 Where is the Content?
1. What are you doing? What’s working? (Audit)
2. Find Content Happening and Publish it!
Expand the Reach of Presentations
#5 Where Are Your Customers?
• Target the top 10 – 15 blogs/websites in Your Niche
• Read and Get Active…start commenting
#5 Where Are Your Customers?
• LinkedIn Groups
• Yahoo! / LinkedIn Answers
• Google Groups
• Niche Online Communities (Ning?)
• Twitter/Facebook
• StumbleUpon
• BusinessWeek Xchange
#6 Choose the Tactics
Focus on Three…
#7 Develop the Content Calendar
#8 Execute back to Objective
1. Most important – consistency (the Content Promise)
2. Focus on what you do well, outsource the rest
3. It will never be perfect…evolve with feedback and experimentation.
The Motivational Conclusion
What if?
• What if your customers saw your company as the industry thought leader?
What if?• What if they signed up for your
magazine/enewsletters and other marketing because they felt you could positively affect their lives?
What if?• What if your customers spread your
content to prospects for you - essentially becoming your marketing distribution arm?
Joe [email protected](216) 941-5842
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe
Thank You!
